Pharmaceutical and healthcare brands can gain positive traction for point-of-care marketing campaigns when sharing contextual content during communications across numerous digital mediums. However, by taking an optichannel marketing approach, brands are empowered to strengthen point-of-care efforts that resonate with physicians to develop more impactful campaigns. For marketers to use optichannel strategies to produce the sought-after business outcomes, these four key areas will elevate the performance of marketing initiatives via the implementation of an optichannel methodology on point-of-care channels.

1. Understand a Physician’s Journey on Point-of-Care Channels

A physician’s journey takes them across telehealth, EHR, eRx, and messaging platforms while at the point of care. Therefore, comprehending a physician’s experience to gain a strong understanding of their behaviors and preferences within each channel is essential to guide the facilitation of content across the various digital networks. With the attainment of data, brands secure insights on the moments when physicians are most receptive to messages and can refine and embolden programs to reflect those learnings.

So with 63% of marketers struggling to personalize digital marketing initiatives, according to Gartner, the acumen into the habits of physicians analyzed via AI solutions provides marketers with an in-depth grasp of ways physicians communicate on a virtual point of care setting. In addition, an overview of a physician’s prescribing behavior will permit the deployment of strategies to raise the performance of content.

While it’s important to identify the moments when messaging retention is high, it’s just as valuable to identify the low points of communications to prevent serving messages that will disrupt a physician’s experience when tending to patients. Thus, video content is beneficial for connecting with a physician, since video messages enable medical professionals to remain mindful of the patient, without having to click the message to obtain the specifics about a drug, treatment, or research study. A call-to-action approach throughout the point-of-care ecosystem should educate physicians without distracting them away from their patient.

2. Deliver Messages at Opportune Moments to Enrich Interactions with Physicians

Once knowledge is gained regarding a physician’s journey, pharma marketers are afforded the data points for when messages being served will have the greatest impact on point-of-care platforms. The communication moments that garner the highest script lift, provides marketers with the capacity to craft future marketing programs based on those data-based insights. When marketers can utilize trigger-based messages, then the efficiency of a campaign grows by reaching physicians at key occurrences during their journey with patients.

When marketers deliver call-to-action messages, it’s essential to not have it disengage the patient with click-to-action content. Thus, the message should serve as a resource to guide the dialogue with patients and put physicians on a path to further research the drug or treatment after the patients visit has concluded. For instance, the ability to serve a message about a drug following the diagnosis raises the probability of the prescription being written based on the content being delivered to inform the physician about the advantages of the drug to resolve the issue effecting their patient.

3. Utilize Personalized Communications that are Contextual and Resonate on the Appropriate Channel

Another way to drive meaningful traction on point-of-care platforms is to share messages that resonate with physicians. While healthcare professionals are in the medical mindset on point-of-care networks, communications that advance their education within their specialty will garner positive traction for a campaign. Further, the more personalized messages are based on the data-driven insights obtained, the greater the influence the interaction will have to achieve the desired outcome.

Therefore, forward-thinking marketers identify the types of content that a physician prefers to receive on a specific digital channel during their journey by deciphering the precision targeting data. The personalized messages that appear on the appropriate platform will increase the relevancy of the digital communications being shared with physicians. Therefore, developing the power to optimize exchanges and boost the ROI of the marketing program.

4. Adjust Marketing Campaigns in Real Time

A vital feature to execute an impactful optichannel approach is the capability to refine campaigns in real time. As the results are examined across the point-of-care ecosystem, then adjustments can be made to the marketing efforts in areas that garner significant traction by shifting the budget away from underperforming avenues. With the capability to examine real-time data analytics of campaigns, then digital communication strategies can be adjusted to maximize the effectiveness of the project.

The capacity to boost an element of the tactics enriches the impact of the campaign without waiting for it to conclude. Additionally, remember physicians are conversing with their patient, so monitor communication behaviors to identify when content may be a distraction for medical professionals, so the approach can be optimized and articulated in a refined manner to enrich the interaction with a physician.

Pharmaceutical and healthcare brands that integrate these optichannel strategies will foster more meaningful digital exchanges to achieve the sought-after business outcomes. Whether it’s raising awareness about the latest drug research or increasing script lift, the formulation of marketing efforts must shape the direction the business needs to accomplish the company’s goals. Thus, to carry out the organization’s objectives, measurement and examination of the results secured throughout the duration of optichannel endeavors will provide a valuable marketing asset to raise the effectiveness of communications on point-of-care platforms.

  • Stephen Hoelper

    Stephen Hoelper is President, North America at Doceree, the first global network of physician-only platforms for programmatic messaging. Stephen has experience throughout his career conceptualizing and realizing healthcare go-to market strategies for startups and fortune 50 companies.

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